CINCINNATI, Jan. 8, 2007 /PRNewswire/ -- The Procter & Gamble Company today announces the launch of a new website for women - Capessa.yahoo.com. The website, created by P&G Productions (PGP), in conjunction with Yahoo! and the Zizo Group, is an online community where women can share inspirational stories, as well as practical tips and information relevant to the various aspects of their lives.
Capessa, which is derived from the Latin word "Capesso" meaning "to strive to reach a place," is PGP's first introduction to consumer generated content in the digital space. However, PGP's long history of developing original content dates back to the 1930's when the company created Soap Operas, which evolved into award shows, television specials, movies of the week, sitcoms, and now, a community-based website.
According to Jim Stengel, P&G, global marketing officer, "The creation of Capessa follows P&G's mission to improve the lives of the world's consumers in meaningful ways, every day." He continues, "This website provides women with relevant information that connects to their specific interests and adds value to their lives."
P&G anticipates that this online community will allow them to learn more about the interests and product needs of women. P&G considers Capessa as a way to better understand digital space, as well as how the company can be more relevant in the lives of their consumers.
Capessa will launch in the "Yahoo! Health" section of Yahoo.com, one of the world's leading internet destinations. Women who register with Capessa.yahoo.com have access to several topic areas including parenting, pregnancy, weight loss, relationships, career, healthy living, and care giving. The content posted online is generated by women, for women through chat capabilities, blogging, individual postings and video footage. There are also resources available on the site which includes links to services related to heath & wellness.
Members who post their stories online may be chosen by Capessa's editorial team to have their experiences professionally produced into two-minute videos by P&G Productions and the Zizo group. The videos capture personal experiences and life-changing moments that women have experienced throughout their lives.
"Capessa.com is an innovative example of how companies are strategically innovating with digital media," adds Roger Fishman, founder and president of The ZiZo Group. "Developing sustainable digital business models provides new ways to listen to, learn from and engage with online communities and is key for long term brand-building."
About Procter & Gamble [NYSE: PG]
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com/ for the latest news and in-depth information about P&G and its brands.
About The ZiZo Group, Inc.
The ZiZo Group, Inc. (Zoom In / Zoom Out), based in Santa Monica, California, develops digital strategies, builds brands and creates and manages digital media businesses with clients and partners including Fortune 50 companies. ZiZo is led by executives with top media, talent agency and corporate brand experience. The ZiZo Group has strong industry relationships and deep experience in brand building, digital/interactive media, video, structuring and negotiating complex media transactions, working with entertainment talent and building online communities that enable clients to engage directly with consumers.
About Yahoo! Health
Yahoo! Health (http://health.yahoo.com/) is a comprehensive, easy-to-use website for health, medical, and healthy lifestyle information. The site features expert advisors, health news, medical and safety resources, online community groups and more to help users live better, longer.
P&G Media Contacts:
Robyn Schroeder, 513-983-7756,
© 2007 PR Newswire
